Later this year, shoppers will be able to browse men’s and women’s clothing and shoes at a mall in Glendale, California.
Amazon is opening its first real-life clothing store – Amazon Style in The Golden State. Shoppers will be able to scan a garment’s QR code to learn about the item, read reviews and select it to send to the fitting room. The store will also feature touchscreens allowing shoppers to request items in more sizes and colours.
The Seattle-based company claims that Amazon Style would be equipped with the same technology and processes as its fulfilment stores. The company further said they would layer that technology with advanced machine learning algorithms, offering personalised recommendations that match shoppers’ stye, budget and fit.
The first store will open at The Americana at Brand, a Los Angeles county shopping centre, which is already home to Amazon 4-star, Madewell and other stores, including H&M. Dan Romanoff, a senior quality analyst who covers Amazon at Morningstar, said the ecommerce company is not aiming for immediate sales with the opening of Amazon Style but aims to learn more about customers.
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